Making It Personal

Scott Lambert


Why do so many business owners find that they get more responses, in proportion to their number of connections, on their personal social media accounts than on their business ones? The answer is simple – people are more interested in connecting with people. Giving a business a more human face online can change the way it is received.

Give Your "About Us" Page a Makeover

Getting personal is about more than just social media; it starts with web design. The "about us" page, which is too often neglected, is a vital part of any small company’s online armory. Unlike big corporations, whose top executives seem so far removed from most people that their pictures and bios are merely a courtesy, a small company has the power to connect in a human way.

It is the online equivalent of the friendly manager welcoming customers to the local store. Photos and names provide this human connection; if there are safety concerns, just using first names can work. As well as noting what people do at the company, it is helpful to say something about what their hobbies are and, if relevant, how they fit into the local community.

Some businesses like to show their humorous side with pictures or videos of their staff dressing up or dancing. This can work, but the public is very good at telling what is and is not genuine. Insisting that staff members do something they are uncomfortable with is not just going to cause strife in the workplace but it is also going to put off potential customers.

Personalize Your Social Media Accounts

When it comes to social media, adding names to business accounts can really help with engagement. This does not mean changing the account details themselves but simply prefacing a Facebook post with a name or signing off a Tweet. It is fine to have several different people identifying themselves in this way, but it is helpful if the same individuals follow up on conversations with followers and fans. The personal angle means there is room to talk about social topics beyond the business itself, but it is important to have clear policies making it clear to the social media team just what is and is not appropriate for brand image.

Finally, a personally-engaged business can enjoy more success in handling complaints. Because an apology from a human being always seems more meaningful and a promise more helpful, it is possible to turn around customer dissatisfaction far more effectively and sometimes even win sales along the way.

For help with this type of web design and social media communication, contact Xcellimark today at (888) 318-3950 ext.211.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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